It's probably safe to say titans of industry tend to have a diversity of motivations. In markets like finance, I don't doubt that it's often as simple as money, but the cultural currencies of other markets can be equally alluring pursuits. Industrial design, and in the last few decades, tech, have a currency of having a positive impact on users' lives. UX, basically, specifically with the opportunity cost of bad UX.

If there were any way to quantify this -- "quality-of-life improvement credits" -- Apple would likely be quite rich in these as well as simply in financial currencies.